Just about anywhere wine is served with food you'll find a pricey wine list. Even marginal to barely passable wines fetch premium prices in most eateries. Except at Myth in San Francisco.
Marc Cohen, a New York doctor turned Napa vintner, had the preposterous-sounding goal from the beginning of offering "wines you can't find anywhere else in the world," at a markup 20 to 30 percent less than other restaurants.
The wine industry has long insisted that smaller markups will sell more wine, especially higher end wine. In simplest economic terms, more volume = better net, which is, exactly how it works for Cohen.
"We just decided to make less money on the wine," says Cohen. "It's an economy of scale — we sell more." And apparently they do: He says their wine sales make up a substantially higher percentage of their gross than most restaurants'.
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